The Brands Leading the Charge in Women’s Sports Sponsorships in 2024

1. Nike (£350M investment across multiple women’s leagues)

Nike has doubled down on its commitment to women’s sports, increasing funding for the Women’s Super League, WNBA, and global grassroots initiatives. This investment includes direct sponsorships, player endorsements, and the expansion of women-specific product lines.

2. Visa x UEFA Women’s Champions League (£250M partnership extension)

Visa has reinforced its commitment to women’s football by extending its sponsorship of the UEFA Women’s Champions League. The deal includes significant funding for grassroots football, digital activations, and increased marketing spend to grow the competition’s global reach.

3. Barclays x Women’s Super League (£200M title sponsorship renewal)

Barclays remains the title sponsor of the Women’s Super League (WSL) in England, committing a further £200M to support the growth of the league and increase prize money. The bank is also investing in youth programs to strengthen the pipeline of female talent in football.

4. Adidas x FIFA Women’s World Cup (£180M kit sponsorship deal)

Adidas continues to be a leader in women’s football sponsorships, securing a major deal with FIFA to supply kits and fund marketing initiatives around the Women’s World Cup. This deal includes sustainability-focused apparel innovations and athlete-led promotional campaigns.

5. Google x NWSL (£150M for digital and tech integration)

Google has entered the women’s sports market in a big way, investing in digital integration for the National Women’s Soccer League (NWSL). This includes AI-driven fan engagement tools, improved streaming options, and Google-powered smart analytics for teams and players.

6. Coca-Cola x WNBA (£120M beverage sponsorship deal)

Coca-Cola has secured a multi-year sponsorship with the WNBA, expanding its role in women’s basketball. This includes in-game activations, exclusive partnerships with top players, and increased brand presence in major events like the WNBA Finals.

7. L’Oréal x Women’s Tennis Association (£100M player sponsorship initiative)

L’Oréal has committed £100M to sponsoring top female tennis players and tournaments under the Women’s Tennis Association (WTA). The focus is on elevating female athlete brand stories through beauty and empowerment campaigns.

8. TikTok x Women’s Sports (£90M content and engagement partnership)

TikTok has become a major player in the women’s sports scene by investing £90M into exclusive content partnerships across multiple leagues. The platform’s goal is to drive engagement with younger audiences and increase the visibility of women’s sports on social media.

9. Mastercard x Women’s Golf (£85M LPGA sponsorship deal)

Mastercard has expanded its involvement in women’s sports with an £85M sponsorship of the LPGA. The deal includes branding opportunities at tournaments, financial literacy initiatives for female golfers, and an expansion of Mastercard’s Priceless Experiences program.

10. H&M x Women’s Athletics (£70M apparel and sustainability deal)

Fast fashion giant H&M has entered the world of women’s sports sponsorship, focusing on sustainable performance apparel. This £70M deal supports eco-friendly training gear for athletes and backs major events in athletics, including the Diamond League.

Key Industry Trends & Takeaways

1. Long-term commitments – More brands are moving beyond one-off sponsorships and making long-term investments in women’s sports.

2. Tech companies entering the market – Digital and AI-driven sponsorships are changing how brands engage with women’s sports audiences.

3. Increased focus on sustainability – Many sponsorship deals now include sustainability-driven initiatives as a key component.

4. More diverse sponsorship categories – Traditional sports sponsors like banks and beverage companies are being joined by beauty, fashion, and tech brands.